Pepsi Max “Display King”

Pepsi Max enlists Snoop Dogg to join the zero-calorie cola wars with this new spot from TBWA\Chiat\Day that has the Pepsi Max and Coke Zero delivery guys trying to one up each other using their supermarket display-building skills. One guy builds a rocket, the other a castle. The rivalry as the two men try to outdo each other with configurations of increasing complexity is backed by a rendition of the overused “Anything You Can Do.” Despite that expected musical choice, the final formation does offer an unpredictable extravagance that Coke can’t beat, when the towering platform the Pepsi guy’s built is revealed as a stage for a special performance by the rapper. Flanked by two dancers, he raps “I am up to my knees in zero calories” to the delight of the shoppers who cheer him on with Pepsi Max cans uplifted in their hands. Guess that’s the how they do it in supermarket shows.--Eleftheria Parpis